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Olympics breaches the urban-rural divide

Audiences in rural and urban territories were almost at par according to BARC data, dispelling notions that the Games are just an urban sport

Urvi Malvania  |  Mumbai 

After a wobbly start, for Indian athletes and broadcaster Star India, India finished its 2016 Olympics campaign on an optimistic note. As players ensured the Indian contingent didn't return empty handed, viewership numbers escalated in urban and rural India, indicating that nothing unites the country more than sports and nationalistic fervour.

The Olympics garnered 477.6 million impressions (total number of tune-ins for the live telecast) across the nine channels it was available on (eight channels under Star Sports and DD) in India. Interestingly, the urban-rural divide that is evident ...

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First Published: Thu, September 01 2016. 21:02 IST